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Is Indian industry imported wine selection going anywhere?

Mar 28, 2014 07:30:52 AM

Prowein is the world biggest wine show which happens every year in Dusseldorf, Germany. The place is the mecca for everything wine. The most striking factor of this show if you are Indian buyer is how much interested the world is in India. It does not matter if your 2 year consumption from one of the winery is equivalent to a sale of a super market promotion for 1 week in USA from the same producer. People are so bullish about India that it is almost scary. They are fascinated, smitten and want to be present in India at any cost. The 1 billion+ number is the drooling factor and want to wait patiently for the Big Bang (you got it right, lower taxes!)

During my 3 day trip I got to try so many exciting grape varietals which deserved to be imported in abundance but are virtually non-existent even in India's best wine list. At several instances it was almost embarrassing to let the wineries known that India is still not ready for them when today they are the in thing in the wine space. With the Indian consumers still not willing to move and experiment from standard grape varietals and styles it is impossible to do justices to import wines like Albariño, Gruner Veltliner, Verdicchio, whites from Portugal, Touriga Nacional - a super red from Portugal, Cavas, sparkling from Francaicorta, Garnacha from Spain, Grower Champagnes, Central Otago's Pinot Noirs, wines from Tasmania, and the list goes on and on and on. I want to be proactive to introduce these lovely wines to India but the entire supply chain has to be involved to make India a more wine savvy place and get the Indian consumers trying new things. They have to take a leap of faith; having an evolving list and not sticking to the same wines for years, keeping margins lower than spirits, introducing new varietals by the glass, creating new regions on the list, having wine specific promotions and most importantly giving keys to your wine list to a passion driven wine enthusiast with a eye on economics and not the other way round.

It is far easier to sell Sauvignon Blanc, Chardonnay, Shiraz, and Cabernet. But if we have to take a simpler route it will not do justice to the Indian consumers and our world cities as well as a booming hospitality sector. Soon you will have 100's of only the above 4 varietals to choose from and completely missing the other exciting wines. Why do we want to tread on the boring when the world is eagerly waiting for India to explore and the wine industry is at our finger tips with easy accessibility.